Platform multiple-choice question: which is faster, Tik Tok or autonomous driving?

The first article in the system series

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Admission of short videos has become one of the hottest topics discussed by educational institutions in 2020. The value behind it is self-evident, and most of them have to be done, which is nothing more than the time difference of "doing one step earlier or doing one step later".

However, the first question that many educational institutions are entangled in is: Do you want to become a Tik Tok faster or drive automatically? After all, the operating ideas of the two platforms are quite different, not to mention the video numbers such as Bili Bili, Weibo, Watermelon, youtube, Little Red Book, Zhihu and WeChat. ...

(I don't think there is much difference, and I'm going to make a set of content for one-click distribution on the whole network, so I don't have to read the following verbiage.

If human and material resources are limited, I personally think it is best to concentrate on one platform first, so what is the preferred platform for different institutions?

First of all, my suggestion is:

The core consideration dimensions are nothing more than the following five directions: user portrait and interest preference, business purpose, platform trend, competition degree and team ability.

1, user portrait and interest preference

Look at the fit between the target users and the platform users who pay for the products, and your users will naturally go there. This truth is easy to understand, but many educational institutions have made mistakes in platform selection, because 1) did not do any homework, obtained some data as the underlying support, and made wrong judgments based on stereotypes; 2) Only focus on platform market data, without detailed education and knowledge scenarios.

Kuaishou

User tag: small town youth

Knowledge label: agriculture, countryside and farmers, vocational education and skill interest education

The number of fast-paced educational video consumers in third-tier and below cities reached 65%, accounting for 9.2 percentage points higher than the industry average. The education of Aauto Quicker first started in the field of agriculture, countryside and farmers, and now it has formed an ecological circle covering vocational education, skill education, interest education and other categories.

According to A Auto Quick's 20 19 Report on Youth in Small Towns, about 230 million young people in small towns are active on A Auto Quick every year, and these groups just coincide with the labels of vocational education, agriculture, rural areas and farmers. Due to the limited time, the proportion of young people in small towns watching learning videos is 8 times that of urban youth.

In fact, less than 20% of this group have gone to college, and many 80% users have actually established their own life goals through continuous learning in their private lives.

Douyin

User label: line one and line two, miss.

Knowledge label: k 12/ family education, art training, language education

On the whole, the gender of Tik Tok users is balanced, with the proportion of males slightly higher than 4.4%, and the proportion of male users of all ages slightly higher; Nearly 70% of them are under 35 years old, with the highest proportion of 25-30 years old (post-90 s and pre-95 s), and the proportion of high-tier cities (second-tier and above) in urban distribution is relatively high.

Although the proportion of men is higher, Tik Tok female users have higher preference for educational content than men. In different generations, the post-95-00 generation (under 24 years old) is the main educational audience, and the post-70 generation pays attention to the education of their children. This is somewhat different from the user portrait in the Tik Tok market.

bilibili

User label: after 95, the student party.

Knowledge label: language learning, college entrance examination, postgraduate entrance examination, white-collar skills.

In Bili Bili, 43.3% people are under 24 years old, and 33.9% people are between 25 and 30 years old. Male users account for 5 1.6%, and the ratio of male to female is basically balanced; User groups are becoming more and more diversified. The bickering secondary culture has also attracted a large number of young people in first-and second-tier cities.

In their learning demands, English and Japanese are the main languages, supplemented by college entrance examination, postgraduate entrance examination and various vocational skills, which is also in line with the educational portrait outlined by the platform.

Xiaohongshu

User label: urban female white-collar workers

Knowledge label: mother and baby, studying abroad, learning methods

As of June 20 19, the number of registered users of Xiaohongshu has exceeded 200 million, and its daily activity has exceeded100000. Nearly 90% of users are women. In terms of age distribution, users aged 25-35 account for 63% of the total users. Users in this age group are in a period of stable or rising careers, and their spending power is relatively strong. Mainly in first-tier cities, accounting for about 44.6%. The content is accurately and vertically positioned in makeup, skin care, mother and baby, wearing, offline medical beauty and so on.

Occupation distribution includes white-collar workers, civil servants and international students in big cities. White-collar workers and civil servants in big cities have a good income base and pursue quality of life; International students are the main force in making shopping receipts. They know more about overseas goods and are more willing to share them.

Almost know

User label: new knowledge youth

Knowledge label: popular science, interest skills and vocational skills.

Although Zhihu's short videos have not been particularly eye-catching, as an indispensable supplement to the content form, they have been well distributed and consumed in the traffic pool in Zhihu.

What percentage of users in Zhihu have bachelor degree or above? 73.93%, the proportion of high-income and high-consumption people is also several times higher than the average level of the Internet. Not only have considerable knowledge and knowledge reserves, but also have a strong thirst for knowledge in various fields.

On Zhihu, "From hobby to career" and "Seeing persistence and growth" became the hottest video topics in 20 17, with the number of followers reaching 1 0 and 600,000 respectively.

2. Commercial purpose

If the user portrait can't help the organization to make firm decisions, it can also be judged from the commercial purpose.

For institutions, short admission videos have only three purposes: drainage, realization and brand.

1) If you just want to drain through the short video platform, Tik Tok and Aauto Quicker can do whatever you want. At present, their attitude towards drainage is relatively open from personal homepage, private messages to video details implantation. Tik Tok also supports educational institutions (merchants) to configure customized homepages, which can link to official website, small stores and even collect sales leads and drain them to offline stores.

2) If you want to realize the closed loop directly on the short video platform and bring goods for video planting, Aauto Quicker is the first choice. Why do users in Aauto call Lao Tie faster? Old (acquaintance relationship) iron (trust relationship). Aauto Quicker's relationship chain has higher fan stickiness and conversion rate, and private domain traffic is more dominant.

Moreover, whether in the class of a auto quickless or live broadcast, the realization tools of a auto quickless are relatively perfect. Aauto Quicker has built-in payment channels for educational content in live broadcast and video, forming a complete closed-loop business. Coupled with social catalytic consumption, the traffic conversion path is shortened. In principle, institutions only need to focus on content. In comparison, Tik Tok fans may not be so valuable and difficult to convert.

3) If it is for brand exposure or returning to your user portrait, the user will go wherever he lives.

3. Wind direction of the platform

Seeing which direction the east wind of the platform blows, I firmly hold my thigh for the first time. A auto faster began to lay out education from 20 19, and the ecological actions in education were frequent throughout the year. During the Spring Festival in 2020, 6.666 billion flows will be provided to support the education of authors. And in the "20 19 Aauto faster content report" (which can be obtained by replying to the "content report" in the background), I also position myself as: K 12 online education platform, vocational education center and online lecture hall for knowledge/skills.

From March 2065438 to March 2, 20091,a new activity called "Fighting Knowledge Plan" was jointly launched by Science Communication Bureau of Chinese Academy of Sciences, Science Department of China Association for Science and Technology, China Science Newspaper and China Science and Technology Museum, aiming at introducing scientific knowledge, advocating scientific methods, spreading scientific ideas, carrying forward scientific spirit, helping to improve the scientific quality of the whole people and letting the public.

4. Degree of competition

The balance between supply and demand is the goal of the platform. When the supply is less than the demand, it is the opportunity for platform players. From the perspective of the education market, all platforms lack high-quality content and authors. However, there will be differences in different tracks and different educational segments, which need specific analysis.

1) First, compare the fan level, average broadcast volume, interaction volume, startup speed, account stickiness, number of explosions, etc. So as to judge the adaptability of the platform and further lock the platform;

2) Then investigate the order of magnitude of accounts (which can be understood as competing products) co-located with institutions on the platform, namely the number of heads, waists and tails, and how the traffic is distributed, so as to judge the degree of competition;

3) Also evaluate your target consumption level, growth rate, demand satisfaction with the platform, and some core consumption data, and judge the relationship between supply and demand in combination with user interviews;

Based on the above quantitative and qualitative analysis, we can basically judge whether to enter, not enter or wait and see. Some data are officially accessible and should not be kept secret.

5, team production capacity

Tik Tok and Aauto Quicker are the consumption ecology of vertical screens, while the platforms such as Bi Li Bi Li, Weibo and Watermelon are mainly horizontal screens. Once the hatchback enters the market at the same time, it means that you have to do two sets of videos, vertical screen and horizontal screen, which consumes a lot of energy. Of course, many people will choose to just take a horizontal screen and then add a border up and down to make a vertical screen, but there are still editing costs and experience losses in the middle.

In addition, there is a question of the length of time. Tik Tok and Aauto Quicker are short videos of 15-60s, while Bi Li and Watermelon are trying to make long videos (≧5 minutes), so the threshold for video production is relatively high. You know, the requirements of users for up owners can be described as harsh. They can accept low-cost special effects production at a cost of 50 cents, but they need to be knowledgeable, sincere, careful and creative? Under the high consumption cost of time and brain power, this kind of video cannot be mass-produced, and the natural update frequency will be lower. Don't try to make some small plastic videos to fool them, because the account may "die" miserably.

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Of course, there is no need to be too entangled. Tik Tok's 400 million daily activities and Aauto Quicker's 300 million daily activities have covered users of other short video platforms with their rolling volume advantages, which can basically cover different types of portraits and all kinds of people.

In addition, with Tik Tok and auto increasing the diversity of content more quickly, the quantity and broadcasting volume of knowledge education content are also increasing. Perhaps the only thing to worry about is that you will hesitate to give up the bonus because everyone else is in the car. ...